El Pollo Loco

El Pollo Loco had invited Y&R, along with several other agencies, to submit creative for their new campaign. El Pollo Loco expressed an interest in seeing not only TV spots, but also point-of-purchase materials that would demonstrate how the concept could be rolled out for specific promotions. Y&R developed three creative directions for the campaign, including one unofficially titled “All Chicken, All The Time” — capturing the mouth-watering, all-consuming, you’d-do-anything-for-a-bite-of-this-chicken flavor. I was asked to develop headlines for various POP components supporting the “All Chicken, All The Time” concept. Y&R won the account. What’s more, El Pollo Loco favored our concept.